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    Testing Product Category Pages Results in a 4.7% Increase in Conversions

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    Comet is one of the UK’s largest electrical retailers with over 250 stores nationwide and 3.6M* unique visitors per month to their eCommerce site, comet.co.uk.

    Comet is one of the country’s leaders in their approach to optimising the online customer experience. Using a testing platform provided by Optimost, Comet was able to carry out A/B and multivariate tests to ensure any change they make to the site is based on what their customers want.

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    Redesigned product category pages show surprising results

    The test showed that ‘Variation A’, which gave extra real estate to the top selling categories, actually had a negative impact on conversions: Add to basket +0.5%, Conversions -1.7%. This provided useful insight for future testing. ‘Variation B’, which has a clean 3 column layout, had a positive impact on conversions: Add to basket +1.9%, Conversions +4.7%.

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    Questions or comments?

    For queries regarding web design, landing page optimization, and for more information on this article please contact Jan.

    jan@proimpact7.com

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